mardi 7 avril 2015

Is Use of On-demand Becoming Universal?

Methodology: Interviews with a representative sample of 2,678 adults who use on-demand
and online services, plus an additional sample of 500
teenagers (aged 12-15).
The online questions cover OTT and streaming, content available via the Internet, apps or through service providers such as BBC iPlayer, YouTube, Netflix, etc. Questions cover VOD (free or paid), video posted on blogs or social
networks (Facebook, Twitter), Apple TV, Roku, Chromecast, consoles.
The survey took place in the UK in June and October 2014 (two waves) and took between 12 to 15 minutes.

Key results of the survey

"UK adults’ consumption of online and on-demand AV content is almost
universal for those aged under 24", says Ofcom

Under the age of 24, on-demand is the rule (94%), whether catch-up TV or YouTube.

Under the age of 16, teenagers more often use mobile devices, smartphones and tablets, and less often computers (especially for non-paid long-form and short-form content).

The younger the consumers, the more likely they are to consume on-demand media ; parents are more likely than non-parents to use on-demand media.

News video websites are less watched than any other service

Conclusion

Nothing here to surprise us: YouTube and social networks represent real threats for traditional commercial media. Mobile consumption will keep growing. Teenagers today certainly set a trend for the upcoming years.
These results are especially important for publishers and even more so for advertisers: this survey indicates how critical it is to measure all kinds of video consumption instead of TV consumption on home TV sets only. Cross-device measurement should become universal.
Are we witnessing the beginning of the end of a TV culture: linear, bundled, long-form, consumed on immobile TV sets? Video on-demand is now everywhere.

N.B.

It would have been interesting to understand the attitudes of non consumers of on-demand media. What proportion do they represent among the total online population ? Why do they not use on-demand media: price, technology?

The report also covers concerns regarding on-demand and online content, on the one hand, and, on the other hand, attitudes towards regulation.